Jignesh Padhiar 12mba047 Mkt

7/28/2019 Jignesh Padhiar 12mba047 Mkt

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INTRODUCTION


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Panchamrut at a Glance

Established in 1973 by Gujarat Dairy Development Corporation Ltd.(GDDC). From1983 Milk producers of the district has taken over the charge.

From 1983 to 2006, the milk processing capacity was expanded to 4 LLPD from 30TLPD.

Union constitutes 1650 village Dairy Co-operative Societies covering 208,0000 milkproducers across the Panchmahal & Dahod district. Collection of milk From VillageDairy Co-operative societies.

The Milk Union obtained ISO:9001 & HACCP certification from Quality AssuranceService, (QAS),Australia in 2000.

More than 30 programmes & activities to develop employee, co-op societies &milkman.

First consignment of Amul Ghee exported to Dubai through GCMMF in 1996.

The Chief Minister of Gujarat Humble late Shri Babubhai Jashbhai Patel laid the foundation

stone for the establishing Dairy building at Godhra.

A founder chairmans ofthe organization:

1. Late Shree Mangalbhai Haribhai Patel -1973-19782. Shree Bhikabhai Rayjibhai Patel -1979-1982


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Awards

Year Award Title Awarded By

2004 Udyog Bharati AwardIndian Achievers Forum,

New Delhi.

2003 Certificate of ExcellenceShree Jayant Patil

Honable Minister for planning &

finance (govt.of Maharashtra)

2002 Export Inspection council of IndiaMinistry of commerce & Industry

govt. of India

2002 Bharat Jyoti AwardOutstanding services Achievements

&contributions.

2002Bhartiya Nirman Gaurav

Awards

Business & economic society for

Trade.

2002Sarvshreshth Udyog

Puraskar

Business & economic society for

Trade.2002 Udyog Rattan Award The Institute of economic Studies.

1997National Productivity council

of India

Shree K.R.Narayan Honorable

President of India.

1996 Excellence AwardThe Institute of Economic

Studies, New Delhi.


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THE COMPANY / ORGANISATION


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1) History:The Co-operative Dairy Movement in India initiated with the establishment of AMUL

in 1946. Following that the co-operative district milk unions in different districts took shape.

During early 70s, when the co-operative leaders of erstwhile; Panchmahal District, thought to

have a district co-operative milk union at district head quarter Godhra, the neighboring districts

of Sabarkantha, Kheda & Baroda had already the existence of well-established co-op. dairy

network.

On proposal of district leaders to have a separate milk co-operative union at Godhra;

the initial survey conducted by National Dairy Development Board; Anand revealed no

possibilities of establishment of an independent co-operative Milk Producers Union Ltd., at

Godhra; due to very low productivity of native milk animals and availability of insufficient

quantity of surplus milk. But the leaders were determined and committed for their goal to

establish a milk union and under the inspiration & guidance from late Shri Maneklal Gandhi,

Late Shri Ratilal Trivedi & Late Shri Dahyabhai Naik, in May,1973 The Panchmahal Dist.Co-op. Milk Producers Union Ltd., got registered under Gujarat State Co -op. Act. 1962. Initially,

due to lack of milk processing facilities in district, the milk procurement around 7000 kg per day

from about 40 village primary dairy co-op. societies was diverted to the neighbouring milk

unions of Sabarkantha, Kheda & Baroda.

Then the Chief Minister of Gujarat Honble late Shri Babubhai Jashbhai Patel laid the

foundation stone for the establishing Dairy building at Godhra; in presence of prominent co-

operative leaders of the district; including late Shri Maneklal Gandhi; in the year 1977.The milk

chilling plant having capacity to chill 30,000 liters of milk per day was established in 1978 with

the financial help from Draught Prone Area Project, Panchmahals. The Gujarat Dairy

Development Corporation was asked to manage the affairs of the Milk Union.

The Milk Union was set to move ahead and had its first election to elect the board during

the same year Late Shri Mangalbhai Haribhai Patel was elected the first Chairman of the milk

union. Mr. S.R. Patel of Gujarat Dairy Development Corporation was the first Chief Executive

Officer of the organization.Mr. Bhikabhai Rayjeebhai Patel of Rabod took over as the next

Chairman of the organization in 1977. Then; the milk procurement was reached to 21000 kgs per

day from 128 Dairy Co-operatives. Till; March,1983; the Gujarat Dairy Development

Corporation; managed the activities of the milk union; which handed over the total

administration of the organization to the elected body of the Panchmahal Dist. Co-operative Milk

Producers Union Ltd., on 1st April,1983.

During the years 1980-1994; Mr. Babubhai Khatubhai Patel; as one of the youngest

Chairman of the Co-operative Milk Unions in the country; helped the organization to build an

image of an outstanding and fast growing organization. During this period only in 1982; the

organization was brought under NDDBs ambitious Operation Flood II project. Mr. Babubhai


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Patel helped acquiring 10 acres of land from Govt. of Gujarat to establish a new plant in 1992;

the foundation stone of the new plant was laid by the then Chief Minister of Gujarat Late Shri

Chimanbhai Patel. The milk processing capacity of the plant was increased from 30,000 to

60,000 kgs per day in 1984; with the facilities of Ghee Packing Unit. In 1985; the milk

processing capacity was further expanded to 100000 kgs per day, with commissioning of a

powder plant having capacity of 10MT per day.Mr. Ravindra Mathur; during his tenure from

1980 to 1998 as a Chief Executive Officer of the organization; had provided technically

competent; successful and encouraging leadership; to the Panchamrut Team. Under his able

leadership; the milk union observed three expansions of milk processing capacity at various

stages; from 30,000 kgs per day to 200000 kgs per day with the establishment of a chilling

Centre at Chopada (Lunawada) in 1994. With a view to increase the productivity of our milch

animals; a Dairy Herd Improvement Programme Actions (DIPA) Field Progeny Testing

Programme- was launched in 1993; in collaboration with Sabar & Baroda Milk Unions under the

technical guidance of NDDB; which has proved very much useful and a plan for expanding

same is being considered.

The concept of Total Quality Management (TQM) was adopted by the Organization in

1996 which brought revolutionary changes in functioning of the organization. The organization

then was accredited as conforming to the ISO 9001:2000 and HACCP International Standards; in

the year 2000. Mr. Bhupendrasinh Solanki headed the organization between 1994 to

2009.Organization has registered a considerable growth during his tenure. Dr R.S. Patel;

observed the responsibilities of Managing Director of the Organization between 1999 to 2010.

The Organization observed lots of technological changes and expansion of the milk processing

capacity to 4 lakhs kgs per day; with commissioning of State of art milk drying plant having the

drying capacity of 15 MT per day. The Cattle Feed Factory also was established during the year2002. The Milk Chilling Units at Limdi and Shivrajpur started functioning during this period

only.

Since October 2010, Mr. Jethabhai Bharvad (Ahir) and his team acquired the control of

the organization. Shri Jethabhai has been representing Shahera constituency in the state assembly

since 1993 and has been very popular as a dynamic leader. Dr.V.R.Jani took over the charge of

Managing Director of the organization since June 2010. The organization has been maintaining

the outstanding growth over the years.


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2) Mission and vision:We at Panchmahal Dairy pledge commitment for the upliftment of our member producers

by continually putting tireless efforts through delighting our customers at all levels. We strive to

achieve these goals through:

Procuring excellent quality of Raw Milk, Ingredients, packing material etc. and

processing in hygienic conditions to deliver excellent packed Milk and Milk products to

customers.

Continuous improvement in the quality of our processes, products and services.

Development of dedicated and devoted workforce.

Compliance of statutory and mandatory requirements.

Adoption of high food safety standards.

Communicating & made available quality & food safety policy on request to interested

parties. We shall put all our efforts to be the best if not the biggest.


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3) Governance / Management Structure:

A)ANAND patterns structure:

National Co-operative Dairy Federation of India

(NCDFI)

State Co-operative Milk Marketing Federation

(GCMMF)

District Co-operative Milk Union

Village Dairy Co-operative Society

(VDCS)

Milk Producer/Villagers


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B)Organization Structure:

BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGER GENERAL MANAGER

MANAGER(Mktg) Officer(ADM) AGM(P&D) I/C LCC AGM(Proc.)

Pur officer D.G.M. I/C M.R. AM D.G.M. I/C

(Stores) (PROD.) CFF (QC) (Eng.) C.C.

Asst.off. MGR (prod.) I/C Esthe Dy.Mgr./Eng.

Section section/C section I/c section I/C Section I/C

(RMRD/ Milk process pouch Ghee Butter Dried Milk Products Flavored

Chilling) Filling & Dispatch & Chhash (Powder) Milk


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4) Product:


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5) GEOGRAPHICAL SPREAD OF FACILITIESDistrribution center and Parlaour:

Name of City

Godhra Dahod Lunawada Halol Santrampur Fatepur

Jhalod Limkheda Limadi Piplod Santroad Dev.Baria

Garbada

Vejalpur

Kalol

Timba Road

Sukhsar Other
http://www.panchamrutdairy.org/customerfocus_distributors.html#godhrahttp://www.panchamrutdairy.org/customerfocus_distributors.html#godhrahttp://www.panchamrutdairy.org/customerfocus_distributors.html#dahodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#dahodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#halolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#halolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#lunawadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#lunawadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#santrampurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#santrampurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#fatepurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#fatepurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#jhalodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#limkhedahttp://www.panchamrutdairy.org/customerfocus_distributors.html#limkhedahttp://www.panchamrutdairy.org/customerfocus_distributors.html#limdihttp://www.panchamrutdairy.org/customerfocus_distributors.html#limdihttp://www.panchamrutdairy.org/customerfocus_distributors.html#piplodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#santroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#santroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#devhttp://www.panchamrutdairy.org/customerfocus_distributors.html#devhttp://www.panchamrutdairy.org/customerfocus_distributors.html#garbadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#garbadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#vejalpurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#vejalpurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#kalolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#kalolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#timbaroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#timbaroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#sukhsarhttp://www.panchamrutdairy.org/customerfocus_distributors.html#otherhttp://www.panchamrutdairy.org/customerfocus_distributors.html#otherhttp://www.panchamrutdairy.org/customerfocus_distributors.html#otherhttp://www.panchamrutdairy.org/customerfocus_distributors.html#sukhsarhttp://www.panchamrutdairy.org/customerfocus_distributors.html#timbaroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#kalolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#vejalpurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#garbadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#devhttp://www.panchamrutdairy.org/customerfocus_distributors.html#santroadhttp://www.panchamrutdairy.org/customerfocus_distributors.html#piplodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#limdihttp://www.panchamrutdairy.org/customerfocus_distributors.html#limkhedahttp://www.panchamrutdairy.org/customerfocus_distributors.html#jhalodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#fatepurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#santrampurhttp://www.panchamrutdairy.org/customerfocus_distributors.html#lunawadahttp://www.panchamrutdairy.org/customerfocus_distributors.html#halolhttp://www.panchamrutdairy.org/customerfocus_distributors.html#dahodhttp://www.panchamrutdairy.org/customerfocus_distributors.html#godhra


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FUNCTIONAL AREA


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1) Marketing Department: MARKETS AND MILK MARKETING:

Milk Marketing systemThe milk marketing system of panchmrut is very simple. They have tried their best to

eliminate cost bearing multitier distribution system. They are appointing milk distribution agents

directly under our control at our desired place. Milk is distributed to such 275 agents twice a day

through thei hired vehicles.

These distribution agents use the concept of home delivery and deliver milk house to

house in morning and evening. Also they sell milk on the designated spot at the vicinity of the

consumers.

Agents are appointed after thorough investigation of their profile, area survey, and then

after through a comprehensive contract, agency is offered. The fixed amount is also taken as a

deposit for security against which the interest is paid. The deposit amount serves as the security

fund and is paid back to the agent on completion of his contract with the interest.

The union gives one-day credit to the milk distributors. They have to deposit the sales

amount to the cash collection offices located at Dahod, Godhra, Lunawada, and Halol. Rests

have to deposit the amount in the designated bank in our non-operative account, and finally

tallied with bank statement.

Market CoverageThey have tried and succeeded in covering all most all urban areas within Panchmahal

and Dahod districts. Also we have covered areas of nearby districts and neighboring states of

Madhya Pradesh and Rajasthan.

Market Share:Panchmahal are market leader in our area of operation as far as sale of our products are

concerned. Their market share is more than 70%. No big competitor exists in the market, which

shows the faith of our customers in our products and services.

Marketing activities.As a part of our marketing activity, they are in continuous touch with the market and

consumers. Time to Time various activities like new area surveys, consumers surveys, customers

complaint redressal are done by our specially trained staff to know consumers expectations,

needs and problems.


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The school students are exposed to the structure, quality of the products and the services of

the organization during their study tours. The awareness programmes are also organized on

request from the principals of the schools for the students, where our dairy experts visit different

schools and try to educate the children regarding importance of milk consumption and how the

pasteurized dairy milk is better than other locally available cheap loose milk.

From time to time educational booklets, leaflets, banners, hoarding advertisements through

the newspaper and magazines etc are done to make the consumers aware for healthy living.


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2) Production Depatment: PRODUCTION / OPERATIONS:

Milk Received & Check ( Sweet/Salt)

Cleaning & Balance Check

Heating

Hold (15 or more second)

Pachurization

Cooling

Storage

Packaging

3) SUPPLY CHAIN AND LOGISTICS:

morning

evening

Production Plant Distributors 300 retailOutlets

Regional

Collection Center


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1)Milk procurement:

Panchmahal dairy sources its requirements of liquid milk from dairy co-operatives &

producer institutions. Milk is received from farmer co-operatives through insulated at 2 C

temperature in orderto retain its freshness.

2)Milk distribution:

Tankers in the morning and in the evening bring in milk from the regional collectioncenters. After collection the same tanker are utilisied for the delivery of the processed milk to the

distibutors. Panchmahal dairty has about 51 distibutors in the city of Anand each of the LAD

(Local Area Distibutors) place their demand by raising an invoice one day in advance. The

demand is also calculated using the demands the outlets place their orders accordingly. In order

to satisfy immediate demand , 20 to 25 tankers provided with a buffer stock of 500 liters each

day so that they can be mobilzed to cater the demand in an area. To co-ordinate its operations all

the tankers are equipped with HAM radios.

Total Quality management:

With the establishment of World Trade Organization(WTO) on 1st January; 1995 the

process of globalization has been set in motion. The world is becoming a single market place. It

is imperative that we produce dairy products conforming to the international standards; at

internationally competitive prices.To meet these challanges; the milk union had decided to adopt

the Total Quality Management (TQM) concept.The Eicher Consultancy was hired for the


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implementation of TQM in the organization; under the guidance from Gujarat Co-operative Milk

Marketing Federation (GCMMF) Ltd., in late 1995.

The Appreciative inquiry was conducted in Oct.1996 with objective to learn and

leverage the learning from the past successes for the future and to create a positive energy among

the employees.The Appreciative Inquiry was aimed to know the facilitating & restraining factorsfor change and what had worked well in the organization. The critical mass of employees;

supportive for change; was identified. Organization culture was shaped by storage; rituals and

the symbols found in the organization

Following the necessary board resolution and agreements; the top management personnel

of the organization were imparted the training on TQM awareness. The similar programme was

conducted for the middle level managers and line managers. To cascade the awareness and

conceptual facts of programme; the Trainers Training Programme was conducted to train 20

employees. They then shouldered the responsibilities to train rest of the staff of the milk union.

The vision Mission Workshop was coducted during June; 1999 to have the SWOT

analysis of the organization; involving all . the Stakeholdes of the organization The successful

implementation of Total Quality Management(TQM) has helped the Organization in delighting

the internal and external customers by meeting their expectations on a continuous basis through

everyone involved with the organization working on continuous improvement in all spheres, viz;

products; services and processes alongwith proper problem solving methodology.

Total Quality Management Concept encourages individual creativity. It has a tremendous

impact on whatever is done internally to make the customer happy externally.

Panchmrut Dairy has been accredited and sustaining compliance with the standards of ISO 9001-

2000 and CODEX HACCP(Hazard Analysis and Critical Control Points) since 2000.

Management Information System: ( MIS )

The management Information System is the key dept. of our organization; uses various

analytical softwares to workout. Monitor and plan the various functions of the organization. The

comparative & comprehensive progress analysis of the various sections / departments and

costing of various products / services are the main functions of MIS, which helps management in

taking correct decisions at right time.

Marketing and Finished Product Strores:

Marketing & despatch department is equipped properly at each point of interface with

other departments and with the help of computers efficiently carries out the despatch of milk &

milk products, demand note preparation, sales invoice preparation, stock position, sales and

related data are maintained and analysed using computers.


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Purchase & Inventory management:

In purchase & stores department all stock positions , inventory control, generation of

indent, order placement, billing etc., is done through computer. Minimum & maximum quantity

of all goods in stores is fixed & upon re-order level the computer automatically generates the

indent of the said goods.


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3) Human Resource Department: HUMAN RESOURCE MANAGEMENT:The Success of any organization depends upon personnel department of the organization.

The organization may not achieve its goal without the physical and moral support of their

employees. The milk union provides many facilities to its employees. It is also having a officer

concerned with the matter of statutory and non statutory welfare & social provisions which are

mentioned under the labour law.

A. WELFARE MEASURES

Canteen : The organization provide the well ventilated and adequate facility of canteen. Good

quality nutritious food is provided on subsidized rates; round the clock.

Rest room & change room : The well ventilated rest room & change room with sufficientfacilities of bath; latrines, urinals etc are provided. The locker facility is also provided to all the

shift employees.

Comfortitle Work Atmosphere: The employees are provided all possible comforts at their

workplace.

Uniform : All the employees get their three pairs of uniform, every year.

Laundry Facility: The free laundry facility is available to all the employees to maintain their

uniform neat, clean & well pressed.

Shoes,Safety Shoes & Protecting Clothings : Pairs of Shoes, Safety Shoes, Aprons, Overcoat

and Woolen Coat are provided to specific employees based on their needs.

Emergency Van & First Aid Box : The facility of an emergency van is made available for

employees, round the clock. The first aid medicine box with required medicines and a trained

person is also made available round the clock at Time Keeping Office.

The organization has created , Medical Assistance Fund with a view to provide financial

help to the employees, their family members, and the milk producer members of the member co-

operative societies, for certain major diseases. The financial help is rendered upto Rs. 1 lakh; on

decided norms.

Shift Allowance : Those who are working in shifts, are provided the shift allowances.

Education Allowances :: All the employees are given the education allowances Rs. 2400/- anum.


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Vehicle Facility : Vehicle Facilities are provided to the families of employees, those who are

living in the quarters in the campus of dairy for the purchase of household items. The special

vehicle arrangements are made for the schools & tuition purposes; free of cost.

Vehicle Loan : The employees are provided the vehicle loan at low interest rates.

To Managerial Staff Car Loan upto Rs. 2,00,000/-

To Officers Motorbike loan upto Rs. 30,000/-

To Workers Bicycle loan upto Rs. 2000/-.

Festival Advance : Every employees are given Rs. 2500/- interest free festival advance at the

time of Diwali.

Housing Facility & Housing Loan : Housing Facilities are provided to the technical personnels in

the dairy campus Housing Loan is also rendered to the employees as per their cadre; on low

interest rates; as under.

For A Category Upto Rs.2,50,000/-

For B Category Upto Rs. 1,25,000/-

For C Category Upto Rs. 1,25,000/-

Leave Travel Concession (LTC) : The facility of the LTC is provided to every employees for

maximum 4 tickets once in a two years.

Employees Co-op. Credit Society : Employees Co-op. Credit Society is established which offer

attractive interest on deposits to employees. Monthly compulsory saving scheme is also there forthe members; which encourages employees for saving. Loan facility is also available upto Rs.

50,000/- on reasonable interest rate.

Cultural Activities : Cultural activities like Garba, Navratri Mahotsav, Celebration on Holi and

Ganeshotsav are arranged during every year.

Panchamrut Memento : Panchamrut Memento- 10 gm Silvercoin engraved with organizations

logo is given to the employees on retirement or completion of 25 years of service in the

organization.

B. SOCIAL BENEFITS

Provident Fund Scheme: Employees Provident Fund Act was introduced by Central

Government in 1952, in order to provide financial support to maintain the standard of living of

employees after retirement and/or of his family after death. The minimum 10 years of service is

required for getting the pension benefits under the scheme.


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DECISION MAKING


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In Panchamrut Dairy they will take decision on Daily basis. The different department team

decide the goal or target and with the help of information they will take decision. The decision

will be taken by the high authority person and its team member.

Strtegic decision areas and decision making process of Panchmrut Dairy:

To use of the latest Information Technology for overall upliftment of stake holders of the

organization

For variety of MIS reports for efficient, effective and timely decision making To avoid

duplication of data, saving of man power and more accuracy in data.

Transparency of business to the village society

To provide the best quality of the products to our customers in time

Immediate resolvement of internal and external customer complaints

Timely payment to farmers, retailers and vendors

Reduction in inventory cost


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MY LEARNING FROM THE STUDY

OF ORGANISATION


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In the intership training in the PANCMAHAL DISTRICT CO-OPERATIVE MILK

PRODUCER UNION LTD, I have learn that howto work with the members cooperatively. Get

the knowledge about distibution management, how to deal with retailers and customers.The

trainee has treat me very well and learned how to talk with upper level class people and how tobehave in organization, how to handle any situation lightly in any condition and how to take

decision to handle or solve the problem.

Importance of personality, skills, knowledge Get Practical knowledge Practical work on computer Importance of Communication at industry level The environment of organization Be a hard worker Experience in field work.


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OVERVIEW OF THE PROJECT


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SCOPE OF THE STUDY:The project was done with the limit of 70 respondents of a particular area which can be

further extended to more respondents from other areas or other cities. The same time project was

considered with certain factors in relationship to the retailer satisfaction which can be further

studied in details considering the other dimensions also.

OBJECTIVES OF THE STUDY: To study the retailer satisfaction level for the Panchmahal Dairy. To know the awareness level of various services provided by Panchmahal Dairy among

retailers.

To suggest any measures to improve the system of marketing in present situation.

LIMITATIONS THE STUDY: The time period of research was restricted to 45 days. The research find was applied in only Godhra, Lunawada, Dahod, Santrampur & Halol

city.

The different views and opinions provided by the respondents were subjected to personalbias.

The respondents may not be true in filling up the questionnaire. The study was only confined to 70 respondents.

The reliability of data may not be dependable.


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VARIABLES:

DEPENDENT

VARIABLE

INDEPENDENT VARIABLE

Retailer PurchaseDecision

Quality Brand Price Availability Profit margin / Commission Packaging Promotional scheme Transportation facility

CONCEPTUAL DEFINITION

1. QUALITY

In manufacturing a measure of excellence or state of being free from defect. Deficiencies, and

significant variation, brought about by the strict and consistent adherence to measurable and

verify standard to achieve uniformity of output that satisfy specific customer or user requirement.

2. BRAND:

Brand is a set of perception and images that represent a company product or service. While manypeople refer to a brand as a logo, tag, line or audio jingle, a brand is actually much larger. A

brand is the essence or promise of what will be delivered or expected.

3. PRICE:


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Price is the value that will purchase quality,. weight, or other measure of goods or service.

4. AVAIBILITY:

Availability in the sense of available useful works see energy for availability as a cognitive

bias, see availability as a form of cognitive bias see availability heuristic.

5. PACKEGING:

Processes and materials employed to contain, handle, protect, and/or transport an article. Role of

packaging is broadening and may include functions such as to attract attention, assist in

promotion, provide machine identification (barcodes, etc.), impart essential or additional

information, and help in utilization.

6. PROFIT MARGIN / COMMISSION:

Ratio of profit after taxes to cost-of-sales, often expressed as a percentage. It is one of the

measures of the profitability of a firm, and an indicator of its cost structure

7 .PROMOTIONAL SCHEME:

Promotional scheme in which participants compete for prizes by accomplishing something that

requires skill. Although no fee is charged for participating in a contest, a certain number of

proof-of-purchase tokens are often required to accompany each entry.

Like refrigerator provide for cooling milk.

8. TRANSPORTATION FACILITY:

Any device used to move an item from one location to another. Common forms of transportation

include planes, trains, automobiles, and other two-wheel devices such as bikes or motorcycles.
http://www.businessdictionary.com/definition/location.htmlhttp://www.businessdictionary.com/definition/common.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/automobile.htmlhttp://www.businessdictionary.com/definition/device.htmlhttp://www.businessdictionary.com/definition/device.htmlhttp://www.businessdictionary.com/definition/automobile.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/common.htmlhttp://www.businessdictionary.com/definition/location.html


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RESEARCH


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RESEARCH METHODOLOGY:

Research methodology is a systematic way to solve research problem, it may be

understood as a science of studying how research is done systematically. This includes

geographical area covered, period of study, research design, method of data collection, research

instrument and sampling design.

RESEARCH DESIGN:

Descriptive research design is used in this study.

GEOGRAPHICAL AREA:

The study was carried out in Panchmahal dairy, Godhra.

PERIOD OF STUDY:

The period of study is 2nd

May 2013 to 30th

June 2013.

SAMPLING UNIT:

The sampling units are the retailers who are use Milk of Panchmahal Dairy.

SAMPLING SIZE:

This study was conducted with a sample size of 70 respondents.

SAMPLING METHOD:

The sampling method indicates how the samples are selected from the universe. The

research has adopted convenience sampling for research.

Convenience sampling is a method under non probability sampling. The research

selected the respondents based on his convenience.

DATA COLLECTION METHOD:

Data collection is an act of collecting relevant and adequate data required for the

research from sample size.


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PRIMARY DATA:

It acts as the main source and was collected through questionnaire.

SECONDARY DATA:

Its collected from the net for industry profile and company profile.

RESEARCH INSTRUMENTS:

For data collection, structured undisguised questionnaire schedule was framed.

Direct personal interview method was used for collecting information the respondents

through questionnaire.

TOOLS FOR ANALYSIS:

Simple Percentage Analysis.

MS excel

Questionnaire

SIMPLE PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio used to describe relationships.

Percentage = class frequency / total frequency X 100

HYPOTHESIS:

Hypothesis is a tentative and declarative statement formulated to be tested

describing a relationship between two attributes. The research should state the nullhypothesis (the hypothesis to be tested) in such a way that its rejection leads to the

acceptances of the alternatives hypothesis.

Ho: Retailer are satisfied.

H1: Retailer are not satisfied.


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DATA ANALYSIS

&

INTERPRETATIONS


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For how long have you been a retailer for Panchamrut Dairy?

The table shows the response to the question,

Table 1)

Particulars Respondents Percentage

More than 2 Years 19 27

More than 5 years 30 43

5 years to 10 years 14 20

Total 70 100

Sources: primary data

Respondents have given more than one choice.

Interpretation:

From the above data we can analyses that 27%of respondents that respond more than 2

years, 43 % of respondents respond that more than 5 years and 20 % of respondents respond that

5 years to 10 years.


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Chart 1)

Following chart showing, for how long have you been a retailer for Panchamrut Dairy?

0

5

10

15

20

25

30

35

40

45

50

MORE THAN 2 MORE THAN 5 5 TO 10


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Which of the marketing facility will be useful to retailers and his/her business?


Table 2)


Advertisement 64 91

Customer awareness 60 86

Prices/gifts 66 94

Information about the products 60 86

Total 70 100



Interpretation:

From the above data we can analyses that 91%of respondents that respond advertisement,

86% of respondents respond that customers awareness, 94% of respondents responds that

prices/gifts and 86% of respondents respond that information about the products.


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Chart 2)

Following chart showing, which of the marketing facility will be useful to retailers and his/her

business?

82

84

86

88

90

92

94

96

advertisement customer awareness prices/gifts information about the

product

Series 1


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Which of the Panchamrut product sales will higher than the milk?


Table 3)


Panchamrut ghee 4 6

Goras chass 60 86

Jeera chass 4 6

Panchamrut Dahi 0 0

Total 70 100



Interpretation:

From the above data we can analyses that6% of respondents that responds the Panchamrut

ghee, 86% of respondents respond that the Goras chass, 6% of respondents responds that the

Jeera chass and 0% of respondents respond that the Panchamrut Dahi sales will higher then milk.


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Chart 3)

The title shows the response to the question, which of the Panchamrut product sales will higher

than the milk?

0

10

20

30

40

50

60

70

80

90

100

panchamrut ghee goras chass jeera chass panchamrut dahi

Series 1


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In which format do the retailer needs change immediately?


Table 4)


Time to time delivery 64 91

Regular visit of group member 6 9

Quality of product 6 9

Clarity of fat 66 94

Total 70 100



Interpretation:

From the above data we can analyses that 91% of retailers would want to see a time to

time delivery, 9% respondents respond that the regular visit of the group member, 9% of

respondents responds that the quality of product and 94% of respondents respond that the qualityof clarity of fat.


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Chart 4)

Following chart showing, in which format retailer needs change immediately

0

10

20

30

40

50

60

70

80

90

100

time to time delivery regular visit of

member

quality of product clarity of fat

Series 1


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Do you consider milk center of other dairy is a competition?

The table shows the response to the question

Table 5)


Yes 16 23

No 56 80

Total 70 100



Interpretation:

From the above data we can analyses that 23% of respondents that respond the yesand 80% of

respondents respond that no.


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Chart 5)

The title shows the response to the question; do you consider milk center of other dairy is a

competition?

0

10

20

30

40

50

60

70

80

90

yes no

Series 1


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Types of complaint came from the customer regularly?


Table 6)


Quality of milk 36 51

Packaging of milk 56 66

Old milk came 4 6

Smell came from milk 14 20

Other complaints 16 23

Total 70 100



Interpretation:

From the above data we can analyses that51% of respondents that responds quality of

milk,66% of respondents respond that packaging of milk, 6% of respondents responds that oldmilk came,20% of respondents responds that smell came from the milk and 23% of respondents

respond that other complaints.


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Chart 6)

Following chart showing, types of complaint came from the customer regularly

0

10

20

30

40

50

60

70

quality of milk pacakaging of

milk

old milk came smell came from

milk

other complaint

Series 1


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Communication and connectivity with dairy member?


Table 7)


Any time 70 100

Difficult

In which time its difficult to communicate

with dairy member

0 0

More time taken 0 0

Total 70 100



Interpretation:

From the above data we can analyses that100% of respondents that responds any time to

communicate and connect with dairy member, 0% of respondents respond thatits difficult and0% of respondents respond that more time taken to connect and communicate.


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Chart 7)

Following chart showing, communication and connectivity with dairy member

0

20

40

60

80

100

120

anytime to connect difficult more time taken

Series 1


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How much times milk came late?


Table 8)


Once in month 16 23

One time in 15 days 62 89

One time in a week 60 86

Every 2n

day 64 91

Total 70 100



Interpretation:

From the above data we can analyses that 23% of respondents that responds that once in

month, 89% of respondents respond that one time in 15 days, 86% of respondents responds that

one time in a week and 91% of respondents respond that every 2

nd

day milk came late.


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Chart 8)

Following chart showing, how much times milk came late

0

10

20

30

40

50

60

70

80

90

100

once in month one time in 15 days one time in week every 2nd day

Series 1


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Why customers purchase loose milk?


Table 9)


Less price 64 91

Easily available 62 86

Fresh / qualitative 2 3

Get in credit 60 86

Other reason 2 3

Total 70 100



Interpretation:

From the above data we can analyses that91% of a respondent that responds fewer

prices,86% of respondents respond that easily available, 3% of respondents respond that fresh/qualitative 86% of respondents that responds get in credit and 3% of respondents respond that

other reason to customer purchase loose milk.


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Chart 9)

Following chart showing, why customer purchase loose milk

0

10

20

30

40

50

60

70

80

90

100

less price easily avaliable fresh/ qualitative get in credit other reason

Series 1


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The quality of milk cooling when its received?


Table 10)


Chill 0 0

Cool 60 86

Average 60 86

Less 2 3

Total 70 100



Interpretation:

From the above data we can analyses that0% of respondents that responds chill, 86% of

respondents respond that cool, 86% of respondents respond that average and 3% of respondents

respond that less when the milk received.


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Chart 10)

Following chart showing, the quality of milk cooling when its received?

0

10

20

30

40

50

60

70

80

90

100

chill cool average less

Series 1


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The quantity of milk leakages when its received?


Table 11)


1 to 3% 10 14

4 to 10% 2 3

Less than 1 % 56 66

More than 10% 4 6

Total 70 100



Interpretation:

From the above data we can analyses that 14% of respondents that responds 1 to 3%, 3%

of respondents respond that 4 to 10%, 66% of respondents responds that less than 1% and 6% of

respondents respond that more than 10% quantity of leakage when its received.


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Title 11)

The title showing respondents, the quantity of milk leakages when its received?

0

10

20

30

40

50

60

70

1 to 3 % 4 to 10% less then 1% more then 10%

Series 1


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Visit of any dairy member or center chairmen meeting?

The title shows the response to the question,

Table 12)


Before 1 month 0 0

Before 2 month 2 3

Before 3 month 4 6

Before 6 month 58 83

Total 70 100



Interpretation:

From the above data we can analyses that0% of respondents that responds before 1 month,

3% of respondents respond that before 2 month, 6% of respondents respond that before 3 months

and 83% of respondents respond that before 6 months the meeting of dairy member or chairmen.


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Chart 12)

Following chart showing, visit of any dairy member or center chairmen meeting

0

10

20

30

40

50

60

70

80

90

before 1 month before 2 month before 3 month before 6 month

Column1


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Title13)

In your opinion, duration between the meetings of dairy member or center chairmen?


Interpretation:

29% retailer responds that once in month, 62% retailer responds that every 4 or 5 month

arrange the meeting of dairy member or chairmen.

Chart 13)

Following chart showing, duration between the meetings of dairy member or center chairmen?

0

10

20

30

40

50

60

70

once in month every 4 or 5 month

Series 1


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How they will handle complaints of customers regarding goods/ services?


Table 14)


Get the complaint of customers in writing 38 54

Call the customer later 48 69

Give the phone no. of dairy member 58 83

Change the products 8 11

Total 70 100



Interpretation:

From the above data we can analyses that54% of respondents that responds get the

complaints in writing, 69% of respondents respond that call the customer later, 83% of

respondents responds that give the phone number of dairy member and 11% of respondentsrespond that change the product of customer when they getting complaint.


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Chart 14)

Following chart showing, how they will handle complaints of customers regarding goods/

services

0

10

20

30

40

50

60

70

80

90

complaint in writing call later give the phone no.of

dairy member

change product

Series 1


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Title 15)

According to you, what kind of help retailer needs to increase the business?


Interpretation:

Most Retailer suggest that,

1) Increase commission.2) Time to time delivery.


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Retailers are happy from the services provided by dairy?

The title shows the response to the question,

Table16)


Yes 24 37

No

Why..40 57

Total 70 100



Interpretation:

From the above data we can analyses that 37% of respondents that responds and 57% of

respondents respond that.

They are not satisfied from lower commission and late delivery of the product.


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Chart 16)

Following chart showing, retailers are happy from the services provided by dairy

0

10

20

30

40

50

60

yes no

Series 1


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FINDINGS


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1) 43% of respondents respond that more than 5 years they have been regular member ofPanchamrut Dairy.

2) 94% of respondents respond that price and gifts will promote retailers and his/herbusiness.

3) 86% of respondents respond that Goras chass sales will higher after the milk4) 94% of respondents respond that immediate need of change in clarity of Fat.5) 80% of respondents respond that there is no competition between other dairys milk

centers.

6) 66% of respondents respond that the packaging of the product isnt good and itscomplaints came many times from the customers.

7)

100% of respondents respond that its easy to communicate and connect with the dairymembers easily and any time.

8) 91% of respondents respond that every second day milk will came late.9) 91% of respondents respond that customer purchase loose milk because it has fewer

prices.

10)86% of respondents respond that when they receive milk it will be cool and average incooling.

11)66% of respondents respond that the leakage in the product when its received is less than1%.

12)83% of respondents respond that they will go in dairy meeting or central chairmenmeeting before 6 months.

13)76% of respondents respond that the duration of center chairmen dairy meeting every 4-5months.

14)83% of respondents respond that when they receive complaint of the product or servicesthen they will give the number of dairy member.

15)To increase the business, retailer needs higher commission and time to time delivery.16)60% of the respondents respond that they are not satisfied with the services provided by

the dairy because they will provide less commission and late delivery.


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RECOMMENDATIONS

&

SUGGESTION


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The level of other advertisement can be increased, like advertisement in public

places. The product can be marketed more in rural area. Increasing the size of Amul

parlous so sales will increase. Retailer and Customer services of milk can be improved

more. Customers can be motivated to buy the product by giving more services.

Awareness of product can be increased by giving programmer for general public. Make

time to time delivery, better packaging and provide adequate commission.


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CONCLUSIONS


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From various respondents the researcher has gathered lot of informations about

Panchamrut milks buying behavior. It has good reputations among the customers so it can be

extended to supply rural also that gives a positive stand to further strengthen its position.

We can differentiate that modern business leadership does have to deal with question if

social responsibility of through the next 25 years all being major social changes business should

perform terms in skill ability because its generated for changes.


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BIBLIOGRAPHY


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Book Reference:

By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Mithieshwar Zha, MarketingManagement (12

thEdition), Pearson Education Ltd.

Web References

www.panchamrutdairy.org

www.AMUL.com

www.NDDB.org

www.INDAIRYASSO.org

www.SUMUL.com
http://www.panchamrutdairy.org/http://www.panchamrutdairy.org/http://www.amul.com/http://www.amul.com/http://www.nddb.org/http://www.nddb.org/http://www.indairyasso.org/http://www.indairyasso.org/http://www.sumul.com/http://www.sumul.com/http://www.sumul.com/http://www.indairyasso.org/http://www.nddb.org/http://www.amul.com/http://www.panchamrutdairy.org/


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QUESTIONNAIR


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1) For how long have you been a retailer for Panchamrut Dairy?

a) More than 2 years

b) More than 5 years

c) 5 years to 10 years

2) Which of the marketing facility will be useful to retailers and his/her business?

a) Advertisement

b) Customer awareness

c) Prices/gifts

d) Information about the products

3) In which format do the retailer needs change immediately?

d) Clarity of fat

4) Which of the Panchamrut product sales will higher than the milk?

a) Panchamrut ghee

b) Goras chass

c) Jeera chass

d) Panchamrut Dahi

5) Do you consider milk center of other dairy is a competition?

a) Yes

b) No

6) Which types of complaint came from the customer regularly?

a) Quality of milk

b) Packaging of milk

c) Old milk came

d) Smell came from milk

a) Time to time delivery

b) Regular visit of group member

c) Quality of product


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e) Other complaints

7) Give the details about communication and connectivity with dairy member?

a) Any time

b) Difficult

In which time its difficult to communicate with dairy member..

c) More time taken

8) How many times milk came late?

a) Once in month

b) One time in 15 days

c) One time in a week

d) Every 2nd

day

9) Why customer purchases loose cheap milk?

a) Less price

b) Easily available

c) Fresh / qualitative

d) Get in credit

e) Other reason

10) The quality of milk cooling when its received?

a) Chill

b) Cool

c) Average

d) Less

11) The quantity of milk leakages when its received?

a) 1 to 3%

b) 4 to 10%

c) Less than 1 %

d) More than 10%


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12) Have you ever visited any dairy member or center chairmen meeting?

a) Before 1 month

b) Before 2 month

c) Before 3 month

d) Before 6 month

13) According to you, Duration between the meetings of dairy member or center chairmen?

.

14) How you will handle complaints of customers regarding goods/ services?

a) Get the complaint of customers in writing

b) Call the customer later

c) Give the phone no. of dairy member

d) Change the products

15) In your opinion, what kind of help retailer needs to increase the business?

16) Retailers are happy from the services provided by dairy?

a) Yes

b) No, Why..

Jignesh Padhiar 12mba047 Mkt

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